Erlina, Nur Fariza (2022) Pengaruh Aktivitas Pemasaran Media Sosial terhadap Loyalitas Merek dengan Citra Merek sebagai Mediasi pada Sepatu Compass di Surabaya. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.
|
Text
ARTIKEL ILMIAH.pdf Download (434kB) | Preview |
|
![[img]](http://eprints.perbanas.ac.id/style/images/fileicons/text.png) |
Text
COVER.pdf Restricted to Registered users only Download (345kB) |
|
|
Text
BAB I.pdf Download (137kB) | Preview |
|
|
Text
BAB II.pdf Download (245kB) | Preview |
|
|
Text
BAB III.pdf Restricted to Registered users only Download (277kB) |
|
|
Text
BAB IV.pdf Restricted to Registered users only Download (318kB) |
|
|
Text
BAB V.pdf Download (169kB) | Preview |
|
|
Text
LAMPIRAN.pdf Restricted to Registered users only Download (1MB) |
Abstract
The purpose of this study was to examine the effect of social media marketing activities on brand loyalty with brand image as a mediation on Compass shoes in Surabaya. The sampling technique used in this research is the Non-Probability Sampling technique which is carried out by purposive sampling technique because the researcher has more specific criteria to be selected as the sample. Data collection used This study uses primary data, namely data collected through distributing questionnaires via google form which was followed by 130 respondents. The results of this study indicate that social media marketing activities (APMS) (interaction, trendiness, customization and word of mouth) have a significant positive effect on brand image (CM). Social media marketing activities (APMS) (interaction, trendiness, customization and word of mouth) have a significant positive effect on brand loyalty (LM). Brand image (CM) has a significant positive effect on brand loyalty (LM. Brand image variable (CM) mediates the relationship between social media marketing activities (APMS) and brand loyalty (LM). Social Compass shoes, customers will be loyal to Compass shoes.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 300 - SOCIAL SCIENCE > 330 - 339 ECONOMICS |
| Divisions: | Bachelor of Management |
| Depositing User: | ERLINA NUR FARIZA |
| Date Deposited: | 26 Sep 2022 02:20 |
| Last Modified: | 26 Sep 2022 02:20 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/9595 |
Actions (login required)
 |
View Item |